TO: Mobile Team
FROM: Aaron Goldberg
SUBJECT: Mobile Focus Group Report
DATE: March 30, 2010
Here is my focus group report I ran with five college students, one female and four males, on exactly how Gen-Y uses mobil devices and to what extent they can be reached via mobile ads and applications. I was able to fully cover all five questions my team had developed. Most participants mainly used their mobile devices to for texting and the internet/games. They were seen as devices for leisure activities and communication, but not physical transactions.
Focus Group Rationale
Mobile advertising has expanded because companies can easily target mobile device and gain brand identity by providing free applications. Our focus groups have determined exactly how Gen-Y uses mobile devices and to what extent they can be reached via mobile ads and applications. This information will allow us to advise Proximity clients on how to develop a mobile strategy to target Gen-Y.
Setting and Participants
The 45 minutes session was held in my apartment on Friday, March 19, 2010. The male and female participants were:
Mitch, 21, a Towson Univ. Junior Political Science Major, Male, Blackberry Curve
Session Topics
We covered the following topics during the session:
Main Uses of Mobile Devices
All five participants claimed the main use of their phone was texting, while Mitch and Chris said e-mails were a "close second". Jordan, Danny and Andy said phone calls were "preferred for longer conversations", but texts were "quicker and to the point". It seemed that the iPhone users, Chris and Jordan, were more likely to use their phones for surfing the internet, though Mitch admitted to that as well.
Use of Applications
Chris cited many applications that he downloaded and uses often, such as Facebook, Slacker Radio, To-Do's, Fandango, and ESPN Scorecenter. Jordan also stated she uses many applications on her iPhone. All three Blackberry users, however, said they "almost never" use applications.
Replacing Computers
All five participants claimed that they have not had a decline on computer time since the purchase of their mobile devices. They all feel more comfortable making purchases and responding to ads over the computer rather than their smartphones.
Findings
The session revealed that iPhone users:
use their mobile devices for leisure just as much, if not more than for business;
are more likely to download/use applications.
It was also revealed that Blackberry users:
do not download/use applications often;
use their phone for business-oriented purposes, such as e-mail.
These findings should be compared with the results from our other sessions with participants who own either iPhones or Blackberry's. It seems that iPhone users are more likely to use the internet and download/use applications. This means that our clients should consider targeting iPhone users specifically.
TO: Mobile Team
FROM: Aaron Goldberg
SUBJECT: Mobile Focus Group Report
DATE: March 30, 2010
Here is my focus group report I ran with five college students, one female and four males, on exactly how Gen-Y uses mobil devices and to what extent they can be reached via mobile ads and applications. I was able to fully cover all five questions my team had developed. Most participants mainly used their mobile devices to for texting and the internet/games. They were seen as devices for leisure activities and communication, but not physical transactions.
Focus Group Rationale
Mobile advertising has expanded because companies can easily target mobile device and gain brand identity by providing free applications. Our focus groups have determined exactly how Gen-Y uses mobile devices and to what extent they can be reached via mobile ads and applications. This information will allow us to advise Proximity clients on how to develop a mobile strategy to target Gen-Y.
Setting and Participants
The 45 minutes session was held in my apartment on Friday, March 19, 2010. The male and female participants were:
Session Topics
We covered the following topics during the session:
Main Uses of Mobile Devices
All five participants claimed the main use of their phone was texting, while Mitch and Chris said e-mails were a "close second". Jordan, Danny and Andy said phone calls were "preferred for longer conversations", but texts were "quicker and to the point". It seemed that the iPhone users, Chris and Jordan, were more likely to use their phones for surfing the internet, though Mitch admitted to that as well.
Use of Applications
Chris cited many applications that he downloaded and uses often, such as Facebook, Slacker Radio, To-Do's, Fandango, and ESPN Scorecenter. Jordan also stated she uses many applications on her iPhone. All three Blackberry users, however, said they "almost never" use applications.
Replacing Computers
All five participants claimed that they have not had a decline on computer time since the purchase of their mobile devices. They all feel more comfortable making purchases and responding to ads over the computer rather than their smartphones.
Findings
The session revealed that iPhone users:
It was also revealed that Blackberry users:
These findings should be compared with the results from our other sessions with participants who own either iPhones or Blackberry's. It seems that iPhone users are more likely to use the internet and download/use applications. This means that our clients should consider targeting iPhone users specifically.